Trust and credibility in risk communication

Abstract

A good communication program should not start with communication at all, but with a critical review of the organizational structure and the potentials within this structure to meet the demand for openness and public involvement. Then a thorough analysis of the issues is needed to identify public concerns and characterize the risk debate. As late as then comes the design of the communication program with the formulation of the message, its proper packaging, channeling, sending, and testing in terms of communicative feedback. Even if all these recommendations are followed, the success is never guaranteed. In an open society, messages compete with each other for public support. The better the quality of the message and its appeal, the better is its chance to reach the desired audience. To give every group in society a fair chance to express an opinion and to provide the platform for a rational discourse on the different views expressed is the ultimate goal of communication in a democratic society. Risk communication can certainly contribute to that goal.